Influencers and brands: the relationship has to go both ways

And now an opinion from the other side of the fence: "remember, it's their audience".

"As with any partnership and creative process, trust is critical. The driving reason for any agency or brand to work with a YouTube star is access to their audience. But remember it’s their audience. They entertained, shared, listened, supported and grew this audience and know it better than anyone. No social listening data or insights will offer anything they don’t know. Trust them when they say what works and what doesn’t. Sharing the responsibility of creative direction and working closely from project kick-off will really help here. Co-develop ideas and share in presenting them to those ultimately signing-off. Start and maintain this journey together, listening and learning as you go."

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